One of LVMH’s top executives, Pietro Beccari was appointed the CEO of Fendi in February 2012. Beccari formerly held the position of executive vice president of marketing and communications at Louis Vuitton where his work on campaigns such as ‘Journeys’ featuring international stars Diego Maradona, Angelina Jolie and Buzz Aldrin, was met with industry-wide acclaim.
At Fendi, Beccari has introduced a number of new measures that have allowed the brand to reposition itself at the heart of Italian culture and heritage. In June 2013 Beccari launched the ‘Fendi for Fountains’ project in central Rome, providing over €2.2 million in restoration funds to the cultural ministry. In July the group also announced its intentions to relocate its corporate offices to the Palazzo della Civilta Italiana in 2015. Located in the centre of the city, the Palazzo is regarded as one of Rome’s most striking buildings and an estimated €2.8 million lease has already been signed.